摘 要

s施工企业主要从事境内外大型石油石化工程的施工建设任务,在过去几十年的

发展历程中,s施工企业经历了从承建“系统内项目”到“系统外项目”,进而开辟

境外石油石化工程市场的过程。近年来,随着国内石油石化工程市场竞争的日趋激烈,

越来越多的规模化企业逐步加快境外市场的营销步伐,寻求新的效益增长点和盈利空

间。如何真正做到以市场为导向,准确找到企业持续发展的切入点,把握复杂多变的

境外石油石化工程市场,制定实施适合于企业自身特点的营销策.略,一直是包括s

施工企业在内的众多企业的管理者最为关注与潜心研究的重大课题。

本文以s施工企业为例,以现代市场营销学的科学、先进、实用的理论为依据,

充分运用企业管理、市场营销等相关原理和研究方法,从研究s施工企业所处的政治

法律环境、经济环境、社会文化环境与技术环境,以及面临的境外石油石化工程市场

的竞争环境与结构入手,有针对性地对s施工企业的实际情况进行综合,致地研究分

析,根据对s施工企业内外部环境、营销现状和企业自身优劣势分析的研究结果,提

出境外石油石化工程市场的思路、目标并确立市场营销策略,为s施工企业境外石油

石化工程市场营销的长远规划以及市场竞争力的提高提供了有效参考。

关键词:施工企业 境外市场 营销策略山东大学硕士学位论文

Abstract

S is a construction enterprise that is engaged in construction of both domestic and

overseas large petrochemical plants. During the past decades of years, S has successfully

expanded his business scope from “internal projects to,,external projects and overseas

projects. However,in recent years, competition in overseas construction market for

petroleum and petrochemical industry is becoming more and more intense and this,

together with changeflilly market structure and environment for development, makes S

facing unprecedented pressure. It has been becoming top concern and critical topic of

research of managements of many enterprises, including S, to rapidly find out

breakthrough point for continuous development under leadership of the market, to grasp

changes in the market tightly and promptly makes most suitable strategy and measures so

as to grow into a bigger and stronger competitor in the overseas construction market for

petroleum and petrochemical industry.

This paper, basing on scientific, advanced and practical theory of Modern Marketing,

taking full advantage of theory and research methods relevant to Enterprise Management,

Marketing, etc., makes a deep and through analysis on circumstances of S. Starting from

analyzing political and legal circumstances, economical circumstances, social and cultural

circumstances, technical circumstances, competition circumstances and structure,as well

as internal circumstances, current marketing status, and strength and weakness of S, this

paper puts forward marketing strategy and sets a goal for overseas marketing, and provide

effective reference for long-term planning of S,s overseas marketing in overseas

construction market for petroleum and petrochemical industry and improvement of

competitiveness therein.

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